UK's cheapest supermarket for big brands named - full list of grocers

Asda has been named the UK’s cheapest supermarket for a big brand shop. The grocer - which has struggled to turn around a fall in sales - pipped arch rivals Tesco , Sainsbury’s and Morrisons in research by consumer group Which? Asda , whose market share has also fallen, beat the others even when taking into accounts its rivals’ special prices for loyal scheme members. Which? also revealed what a difference schemes such as Tesco’s Clubcard and Sainsbury’s Nectar have, with some products costing those who chose not sign-up more than double customers who do. The latest monthly findings will prove a much needed boost to ailing debt-laden Asda as it struggles in the face of cut-throat competition. The Leeds-based grocer, under highly rated executive chairman Allan Leighton, pumped large sums into slashing prices to try to win over customers. Which? analysed 241 popular branded items - including Heinz, Nescafé coffee, and Mr Kipling cakes - and found they cost a total of £813.16 at Asda in March. Tesco was almost £11.50 more expensive, at £824.62, and even then for Clubcard customers who got discounts on 142 products. For non Clubcard customers, the total bill was £911.64 - or almost £100 more expensive. Sainsbury’s was £849.08 with a Nectar card, or £933.82 without. Morrisons was £857.89 with a More card, and £860.03 without. For the second month in a row, Which? found Tesco and Sainsbury’s were more expensive than Waitrose (£902.83) for shoppers who don’t have a loyalty card. The group regularly finds that discounters Aldi and Lidl are the cheapest supermarkets overall, but the pair were not included in this analysis as they do not stock a sufficiently large range of branded goods. The research also highlighted a big price gap for those who cannot or choose not to use loyalty cards due to data privacy concerns or eligibility issues. For example, a 90g tin of Nescafé Azera Americano instant coffee was £3.50 with a Tesco Clubcard, but £7.25 for non-members at Tesco - a 107% difference. Meanwhile, Colgate Plax Cool Mint Mouthwash (500ml) was £2.47 for Tesco Clubcard holders, but £4.50 on average for non-loyalty members in Tesco and Sainsbury’s (an 82% difference). Reena Sewraz, Which? Retail Editor, said: “Our latest analysis shows Asda beats the UK’s biggest loyalty schemes to be the cheapest for branded goods for the second month running. Meanwhile, shoppers without a membership at Tesco or Sainsbury’s are being charged up to 15% more than the cheaper option - which can make those shops more expensive than Waitrose. “If you’re loyal to specific brands, the current market is a bit of a lottery. You could easily end up paying double for the exact same jar of coffee or bag of rice depending on where you shop. While membership cards offer targeted discounts, Asda’s straightforward pricing is proving more reliable for fans of big brands who want to keep their grocery bills under control without the need for a card.” A Sainsbury’s spokesperson said: “More than four in five of the items flagged in this report were cheaper on Nectar Prices and our customers know a good deal when they see one. We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own‑brand value lines.” A spokesperson for Tesco said: “It is no surprise that Clubcard Prices deliver great value for customers, and with more than 80% of sales involving a Clubcard there are millions of people taking advantage of this every week. However, shoppers can also get great value on thousands of products without using their Clubcard thanks to our combination of Aldi Price Match and Everyday Low Prices.” A Waitrose spokesperson said: “We consistently offer great value on our customers’ favourite brands. This assessment only provides a snapshot, and does not take into account the wide range of promotions on other products belonging to the brands included within this analysis.” The price of 241 groceries. The list is not supposed to represent a typical shopper's basket, but chosen as a large sample of products because it provides evidence of pricing across each supermarket's range. Asda - £813.16 Tesco (inc loyalty discount) - £824.62 Sainsbury's (inc loyalty discount) - £849.08 Morrisons (inc loyalty discount) - £857.89 Morrisons - £860.03 Ocado - £889.43 Waitrose - £902.83 Tesco - £911.64 Sainsbury's - £933.82